Cannes Lions

GREEN-LABEL.COM

COMPLEX MEDIA, New York / MOUNTAIN DEW / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

A true collaboration between Mountain Dew and Complex Media, Green-label has its own dedicated editorial team that continually posts and shares stories of genuine interest to the brand's target audience, giving new meaning to the often-hyped term, "brand as publisher." Dozens of pieces of content are posted each week by Green-label's 24/7 newsroom, one that is able to respond to news in real-time, while also leveraging existing brand assets such as Mountain Dew's relationship with snowboarded Danny Davis (something that was especially useful during the Winter Olympics). By riding on Complex Media's social platform, sharing engagement has been highly effective.

Outcome

By creating a site that effectively lures young males and keeps them around with its "sticky" appeal, Mountain Dew has radically increased its engagement with this crucial target audience. Powered by Complex Media's robust editorial and social platform, Green-label topped even its most ambitious goals: in under a year, its traffic grew to 2.5x larger than that of MountainDew.com, the original brand site, and it has generated over 100MM social interactions. Average time spent on the site is 4 min., and its content has been picked-up over a thousand times by other sites. It consistently ranks high in Google search.

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